Cheekily named 'Shameless', this all-in-one product packs the pigmentation of a medium coverage base with exceptional hydration and flashback-free SPF 25. Buildable to full coverage but never cakey, the oil-free formula is designed for 24-hour wear without ever settling into lines thanks to an infinity milling process patented by Marc Jacobs Beauty. This technology also lends the foundation its clever self-setting capability, allowing for an unbelievably fuss-free application that blends seamlessly into the skin. Slated to be a real makeup life changer, here's what you need to know about getting your Shameless on:

The inspirationStraight from the head honcho, Marc's own shameless attitude is the inspiration behind the foundation. He elaborates: "The idea of shameless and showing your true colors is being who you are, unapologetic and proud. One of the most important characteristics, in terms of a contemporary, youthful look, is not that heavy sort of makeup, but something that's fresh and breathes and allows radiance and the texture of the skin to come through."

The benefitsBesides being the first ever foundation that boasts flashback-free SPF (no more chalky or ashy face syndrome), Shameless also contains snow mushroom — a naturally derived source of hyaluronic acid — and blue daisy extract to provide hydration and soothing effects against environmental aggressors. Together these ingredients work to give you plumped-looking, youthful and radiant skin. Plus the broad range of 29 shades means you'll defo find your fit.

The techniqueDesigned to complement Shameless, Marc Jacobs created the Seamless Liquid Foundation Brush as the perfect companion to effortlessly build up your desired level of coverage while still letting your natural skin texture come through. With a two-way usage, first use the flat part of the brush to apply a light, even layer. Follow up with a 'pat and pull' motion to dab additional coverage where needed, before swapping to the tapered brush end to blend and feather away edges as the finishing step.